{"id":855,"date":"2025-02-03T12:00:00","date_gmt":"2025-02-03T12:00:00","guid":{"rendered":"https:\/\/internship.infoskaters.com\/blog\/2025\/02\/03\/cant-afford-a-super-bowl-ad-try-these-marketing-alternatives-instead-examples-expert-tips\/"},"modified":"2025-02-03T12:00:00","modified_gmt":"2025-02-03T12:00:00","slug":"cant-afford-a-super-bowl-ad-try-these-marketing-alternatives-instead-examples-expert-tips","status":"publish","type":"post","link":"https:\/\/internship.infoskaters.com\/blog\/2025\/02\/03\/cant-afford-a-super-bowl-ad-try-these-marketing-alternatives-instead-examples-expert-tips\/","title":{"rendered":"Can’t Afford a Super Bowl Ad? Try These Marketing Alternatives Instead [Examples & Expert Tips]"},"content":{"rendered":"

The Kansas City Chiefs and Philadelphia Eagles face off on February 9, 2025 (6:30 p.m. ET on Fox, if it\u2019s not on your calendar already). To get 30 seconds of ad time during the big game, brands coughed up a cool $7 – $8 million<\/a> per spot.\u00a0<\/p>\n

If that\u2019s not in the budget, here are eight Super Bowl ad alternatives that will cost you a lot less.<\/p>\n

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Below, I\u2019ve got a few examples of big brands with particularly creative alternatives to Super Bowl ads, plus tips from a PR pro on using Super Bowl marketing strategies in your own <$7 mil campaigns.<\/p>\n

Table of Contents<\/strong><\/p>\n

What Big Brands Do Instead of Buying Super Bowl Ads<\/a>
\n 8 Affordable Marketing Alternatives to Super Bowl Advertising<\/a> <\/p>\n

Creating a Super Bowl-Quality Ad<\/a><\/a><\/p>\n

<\/a> <\/p>\n

What Big Brands Do Instead of Buying Super Bowl Ads<\/strong><\/h2>\n

In 2021, at least 10 big brands \u2014 Budweiser, Coca-Cola, and Pepsi<\/a> among them \u2014 sat out Super Bowl LV and directed their funds elsewhere. Anheuser-Busch, Budweiser\u2019s parent company, donated money toward COVID vaccine efforts.<\/p>\n

Here\u2019s how two brands will be celebrating this year\u2019s big game without an official ad spot, an honorable mention, and one iconic alternative ad:<\/p>\n

Perdue Chicken: Wingin\u2019 It<\/strong><\/h3>\n

On February 9, Perdue will partner with actor\/singer\/comedian Wayne Brady for a non-Super Bowl Super Bowl ad. Rather than buying a $7 million ad spot, Perdue will feature Brady on Instagram Live throughout the game \u2014 expect skits, Q&As, and other comedic bits.<\/p>\n

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A post shared by Perdue Chicken (@perduechicken)<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

Captain Morgan: Rum Street<\/strong><\/h3>\n

Super Bowl LIX will be hosted by Caesars Superdome in New Orleans, Louisiana, famous for its French Quarter, Mardi Gras celebrations, and Bourbon Street.<\/p>\n

Except that this<\/em> year, Captain Morgan is turning bourbon into rum with its Rum Street activation<\/a>. The live event is accompanied by interactive online treasure hunts, weekly prizes leading up to the game, and at-home cocktail recipes.<\/p>\n\n

Source<\/a><\/em><\/p>\n

Jenna Guarneri<\/a>, author of the bestselling book You Need PR<\/a> <\/span>and the founder and CEO of JMG Public Relations<\/a>, tells me that in-person events like this are one of the biggest emerging trends she\u2019s seeing. It may seem like a simple idea, she says, but \u201cit doesn\u2019t really get old. You\u2019re connecting with your core \u2014 or potential core \u2014 customer in real life. Which is pretty amazing.\u201d<\/p>\n

Captain Morgan and other brands that are leveraging the history and lore of New Orleans are \u201cgenerating buzz within the local community where the Super Bowl is happening,\u201d Guarneri says. \u201cBut you can do that wherever you are, because people are watching everywhere in the U.S.\u201d<\/p>\n

Duolingo<\/strong><\/h3>\n

We\u2019re calling this an honorable mention since Duolingo\u2019s 2024 Super Bowl campaign began with an official ad \u2014 but one that was only five seconds long.<\/p>\n

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The real campaign came in the form of coordinated push notifications sent immediately after the ad aired that reminded learners to practice.<\/p>\n

Duolingo called it<\/a> a technical risk: \u201cOur teams had never attempted a coordinated push campaign at this scale, and we didn\u2019t know if it was even technically possible to send a push notification to 4 million learners in 5 seconds without crashing our app.\u201d<\/p>\n

It was, and they did. It\u2019s worth noting that the owl app only took the risk<\/a> because it had done a lot of social listening and other market research to figure out what would resonate with its audience.<\/p>\n

Skittles: The Musical<\/strong><\/h3>\n

Back in 2018, Skittles<\/a> decided it didn’t want to shell out $5.2 million for a Super Bowl ad. So it took that money and created a full-length Broadway musical instead (as you do).<\/p>\n

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Skittles\u2019 clever anti-marketing stunt may have awakened your inner theater kid, but it was still pretty expensive. And, as a small- to medium-sized business marketer, you likely can’t afford a Broadway production.<\/p>\n

So, what do you do if you don’t have millions in your budget like the brands above?<\/p>\n

Below, I\u2018ll list eight advertising strategies that brands use during the Super Bowl. For each, I\u2019ll walk you through how you can take advantage of each on a much smaller scale while still effectively gaining brand awareness.<\/p>\n

<\/a> <\/p>\n

8 Affordable Marketing Alternatives to Super Bowl Advertising<\/strong><\/h2>\n\n

1. Buy video ad space on social platforms.<\/strong><\/h3>\n

As a small business marketer, you don’t need to pay for a high-priced televised ad slot to get seen by the right audiences \u2014 social media plays a predictably huge role in advertising<\/a>. Buying in-stream ads can reach a highly target audience:<\/p>\n

In-stream advertising allows you to submit a video-based ad to a service like YouTube<\/a> or Facebook<\/a>, which will run your ad as pre- or mid-roll on longer videos. <\/p>\n

Online ad placements have more flexible pricing<\/a> and may cost more or less depending on length, circulation, and the size or scope of your target audience.
\n You’ll often be able to purchase an ad slot between six seconds<\/a> to one minute long. That calls for peak creativity, since your audience’s attention span is under high demand<\/a> \u2014 on average, Gen Z and millennials<\/a> pay attention to online content for just eight to 12 seconds. <\/p>\n

If you purchase a more budget-friendly skippable ad<\/a> placement, you\u2019re competing with the allure of the \u201cSkip Ad\u201d button, so you\u2019ll have just one or two seconds to get your audience\u2019s attention. Here\u2019s a clever approach to that from Burger King:<\/p>\n

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With social media presenting an increasingly fragmented landscape, Guarneri says to diversify \u2014 \u201cyou don\u2019t want to put all your eggs in one basket, like on TikTok, and then the platform disappears \u2014 along with your audience.\u201d<\/p>\n

Twitter used to be a prime spot for Super Bowl-adjacent ads, with its own Brand Bowl roundup<\/a> of best brand tweets. But since it transformed from Twitter to X, advertisers are spending significantly less money there \u2014 50% less, according to some projections<\/a> \u2014 as X users scatter to other platforms like Threads and Bluesky.<\/p>\n

And in 2023 \u2014 the last time the Chiefs and Eagles played for the Lombardi \u2014 AdWeek noted that brands were ditching X<\/a> and putting that money into other social platforms like TikTok and Instagram.<\/p>\n

That doesn\u2019t mean you need to sink a ton of money into every single social platform. Guarneri says to \u201cpick the things that you can<\/em> focus on and do it in high quality. So maybe it\u2018s not six things \u2014maybe it\u2019s two. But that way you’re catching people in a number of different ways.\u201d<\/p>\n\n

Consider using other techniques to draw attention, such as presenting a relatable pain point, offering a value proposition, or placing viewers into an action-filled scene when the video starts playing.<\/p>\n

If you need more inspiration, here\u2019s some fan-favorite ads (and some marketing lessons) from Super Bowl 2024<\/a>.<\/p>\n

2. Host a live event.<\/strong><\/h3>\n

Guarneri says that \u201cbrand awareness can be such a high cost and high-dollar entry point, but there’s ways to get creative about it,\u201d particularly around such a cultural touchpoint like the Super Bowl.<\/p>\n\n

You can draw inspiration by the big-brand activations, she says, \u201cby creating small in -person events and drawing people in to celebrate this [cultural event].\u201d<\/p>\n

\u201cYou can do initiatives, whether big or small, in your hometown. You could create some sort of culinary experience that\u2018s tied to NOLA \u2014 you don\u2019t have to live in NOLA to do that.\u201d<\/p>\n

A beignet-driven marketing strategy? I\u2019m in.<\/p>\n

3. Dive deeper with a video narrative.<\/strong><\/h3>\n

Super Bowl ads often feel like miniature movies. Rather than establishing a pain point and offering a product-based solution, they often tell rich stories.<\/p>\n

Take Clio Hall of Fame and Cannes Lions winner \u201c1984.\u201d Directed by Ridley Scott for Apple, the ad aired during Super Bowl XIII, when Apple was more underdog than tech gargantuan, and IBM ruled the PC world.<\/p>\n

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At the end of the commercial, a narrator announces, \u201cOn January 24th, 1984, Apple will introduce Macintosh. And you’ll see why 1984 won’t be like \u20181984.\u2019\u201d<\/p>\n

The commercial is a deep metaphor for how Apple’s brand, innovative products, and mission would free computer users from the monopolies of past tech giants.<\/p>\n

Guarneri says you don\u2019t need celebrity directors and a big budget to create your own video narrative \u2014 just grab your camera and your founder. People gravitate toward celebrity ambassadors because they humanize a brand, and founders can also provide a humanized connection.<\/p>\n

\u201cThought leadership is such a big thing,\u201d she says. \u201cWe encourage people to have the founders be a part of the brand and a part of the story, because then you\u2018re creating this larger story that\u2019s relatable for your customer.\u201d And they\u2019ll want to keep learning more.<\/p>\n\n

Interested in crafting a compelling advertisement script? Check out this template<\/a>. If you have a great idea but aren’t sure where to start production-wise, read this step-by-step guide<\/a>.<\/p>\n

4. Leverage major events or holidays.<\/strong><\/h3>\n

Major cultural events like the Super Bowl or the Oscars are campaign opportunities for big brands, who suddenly have the attention of an enormous audience \u2014 not just during the event, but often for weeks before and after.<\/p>\n

It doesn\u2019t cost gazillions of dollars to create campaigns with references to pop culture or current events. These could include blog posts about how an event relates to your industry, social media posts that leverage topical hashtags, or a marketing video about how your customers might be celebrating an event.<\/p>\n

Guarneri suggests finding ways to integrate online and IRL engagement. \u201cIf you have a restaurant,\u201d she says, \u201cyou can create a specialty item. You could do a discount promo if people come within a certain window. Maybe your restaurant or bar can create something in advance where people want to buy that product to bring to their parties.\u201d<\/p>\n

If you create an Insta-worthy Super Bowl-themed cupcake, for instance, people will post photos to their social media, \u201ccreating a buzz, and everyone will want to purchase it \u2026 and then it sells out in time for the Super Bowl,\u201d Guarneri says. \u201cThat\u2019s the goal.\u201d<\/p>\n\n

During the big game in 2020, energy drink brand G-Fuel asked Twitter users to reply with who they think will win the #SuperBowl. The tweet includes an image of two G-Fuel drinks in front of a football field:<\/p>\n\n

Source<\/a><\/em><\/p>\n

This capitalizes on the #SuperBowl hashtag, which will be seen by millions of football fans. You\u2019ll note that the Super Bowl isn\u2019t mentioned in the ad itself, though \u2014 it\u2019s a trademark owned by the NFL, which doesn\u2019t allow brands to use the event name \u201cwith commercial intent.\u201d<\/p>\n

One of our past masters in marketing, Hassan S. Ali,<\/a> has some creative ideas<\/a> on skirting legal issues. So do Newcastle Brown Ale and Anna Kendrick:<\/p>\n

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5. Lean into co-marketing.<\/strong><\/h3>\n

Even big brands look for more budget-friendly advertising, like this 2015 co-marketed<\/a> Super Bowl ad. Co-marketing is when two or more brands join forces \u2014 plus money, time, effort, and resources \u2014 to create a single piece of content that highlights all the brands involved.<\/p>\n

For this ad, Newcastle pooled its money with 37 other brands<\/a> to buy a Super Bowl ad slot, which they appropriately titled “Band of Brands\u201d:<\/p>\n

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6. Consider influencer marketing.<\/strong><\/h3>\n

Aside from high-budget productions and gripping narratives, Super Bowl commercials are also known for their star-studded casts. Remember this Amazon Echo commercial where Alexa is voiced by a handful of popular celebrities?<\/p>\n

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Although you probably can’t hire stars like Cardi B, you might have budget for a micro-influencer<\/a> who’s credible and highly followed in your industry.<\/p>\n

When you sponsor an influencer<\/a> who really understands their audience and your industry, they’ll create and publish content that intrigues their audience while also highlighting your product.<\/p>\n

An influencer marketing strategy can also be especially effective<\/a> on social media channels like Facebook, Instagram, YouTube, or TikTok<\/a>.<\/p>\n

In this example<\/a>, the smartphone game \u201cRun Around\u201d sponsored a TikTok user who’s gained more than 15,000 followers<\/a> simply by recording herself playing mobile games. The brand identified that gaming-oriented audiences were on TikTok and sponsored an influencer whose audience anticipates her mobile game reviews and demonstrations.<\/p>\n

7. Use counter-programming.<\/h3>\n

Sure, more than 100 million people in the U.S. will be watching the big game, but another 200 some million won\u2019t <\/em>be. If your target audience is among the latter, you have the opportunity to capture their attention while everybody else is watching Taylor Swift\u2019s boyfriend.<\/p>\n

Two words: Puppy Bowl.<\/p>\n

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Two more words: Kitten Bowl.<\/p>\n

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Some years ago, Twitter users made their own counter-programming, gleefully sharing pictures of owls instead of talking about sportsball:<\/p>\n

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Searches for ‘Superb Owl’ spike during the #Superbowl<\/a> each year pic.twitter.com\/TZaG3bvmSD<\/a><\/p>\n

\u2014 GoogleTrends (@GoogleTrends)
\n February 5, 2017<\/a><\/p><\/div>\n<\/div>\n

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Social listening<\/a> may help you determine what your audience is thinking and what they\u2019re doing if they\u2019re not eating seven-layer dip and shouting at men in tight pants on TV.<\/p>\n

8. Consider digital out-of-home marketing (DOOH).<\/h3>\n

Steve Nicklin, senior vice president of marketing and analytics for the Out of Home Advertising Association of America<\/a>, argues in a recent blog post<\/a> that \u201cDOOH offers a compelling alternative to traditional Super Bowl advertising at the same cost.\u201d<\/p>\n

Nicklin cites a month-long, $7 million DOOH campaign that showed 7.5x more reach than a 30-second Super Bowl spot. He also points out that this isn\u2019t a zero sum game: \u201cOf course Super Bowl ads are still a major brand moment, but to maximize their impact and investment, brands should consider an integrated, omnichannel approach, one that utilizes DOOH in pre-game buildup, complements TV spots with real-time DOOH updates and continues the conversation post-game to reinforce key messages and leverage big game moments.\u201d<\/p>\n

His advice for reaching younger audiences? \u201cSavvy brands can also incorporate social media elements in DOOH ads to increase online brand engagement, especially among younger fans.\u201d<\/p>\n

<\/a> <\/p>\n

Creating a Super Bowl-Quality Ad<\/strong><\/h2>\n

As you work towards creating a quality ad on a budget, keep these scalable big brand tips in mind:<\/p>\n

Tell a great story:<\/strong> Pull your viewers in, allow them to relate to your brand, and hook them by presenting how your product can help them. <\/p>\n

Embrace current events:<\/strong> Craft campaigns that touch on highly discussed on-trend events, such as the Super Bowl, award shows, or holidays \u2014 especially if they relate strongly to your brand. <\/p>\n

Leverage brands and influencers: <\/strong>Partnering with brands and influencers can earn attention from similar audiences that you haven’t already reached. To get started, research and build relationships with brands and influencers that your audiences or industries look to for credible tips. <\/p>\n

<\/a> <\/p>\n

Super Bowl Advertising for the Rest of Us<\/strong><\/h2>\n

Even on a small budget, a little planning and a lot of creativity go a long way. Use and adapt these lessons from the big brands to make super ads all year long. A final word of advice from Guarneri: \u201cYou have to figure out what\u2018s right for you as a brand \u2014 what\u2019s worth your time, energy, and resources \u2014 and then how well can you execute it. If you\u2018re going to spend time doing something, you want to make sure it\u2019s high quality.\u201d<\/p>\n

Editor’s note: This post was originally published in January 2020 and has been updated for comprehensiveness.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

The Kansas City Chiefs and Philadelphia Eagles face off on February 9, 2025 (6:30 p.m. […]<\/p>\n","protected":false},"author":0,"featured_media":856,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-855","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/posts\/855","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/comments?post=855"}],"version-history":[{"count":0,"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/posts\/855\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/media\/856"}],"wp:attachment":[{"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/media?parent=855"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/categories?post=855"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/tags?post=855"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}